Seeking Mass Market Acceptance for High‐Technology Consumer Products

Abstract

Discusses the various strategies for mass merchandizing technologically complex products and services. Considers fear of technology, high‐tech aficionados, and lifestyle differences as factors in marketing high‐tech goods. Concludes that separate strategies for aficionados and non‐aficionados should be developed, and also that more customer‐oriented strategies should take into account that the aficionados themselves can be segmented by interests.

The moderating effects of market orientation and launch proficiency on the product advantage–performance relationship

“…Different market orientation aspects help superior products achieve new product performance. For instance, customer orientation averts firms from being blindfolded by pursuing absolute technical advantage in products (Bowman & Faulkner, 1994;Higgins & Shanklin, 1992) and provides a better understanding of its customers (Gatignon & Xuereb, 1997). This subsequently leads to greater customer acceptance and satisfaction, market shares, and eventually financial performance.…”

Technological capability, social capital and the launch strategy for innovative products

“…Consequently, firms have a reluctance to use the launch strategy for innovative products. Furthermore, firms introducing high-tech products conventionally adopt skimming-pricing strategies (Grunenwald & Vernon, 1988;Higgins & Shanklin, 1992;Lee & O'Connor 2003b;Robertson, 1993;Rogers, 1995;Tellis, 1986). They first set high prices to harvest profits from the less price-sensitive technology enthusiasts as the market is at its initial stage (Rogers, 1995).…”

A contingency approach to marketing high technology products

“…The items comprise perceptions of change required to make and sell or to install and use the product. They are based upon the past literature indicating that the perception of required change by the consumer is higher for higher levels of product technology (Ellen et al, 1991;Higgins and Shanklin, 1992;Schein, 1985).…”